Step 1 - Your project. The basics, plus the two things that move a price: when you need it and roughly what you want to spend. Nine questions, then it gets more interesting.
Your name
Email
What have you got in mind?
What sort of business are you?
Choose one
Trades or construction
Gym or fitness
Charity or non-profit
Hospitality, food or drink
Retail or product
Professional services
Something else
What industry are you in?
What is the business called?
In a sentence or two, what do you actually do?
What has prompted you to look at this now?
Is there a date this needs to be ready for?
Choose one
No fixed deadline
Within a month
Within three months
Within six months
There is a specific date
Do you have a budget in mind?
Choose one
Under 500
500 to 1,500
1,500 to 3,000
3,000 to 6,000
Over 6,000
Not sure yet
I would rather discuss it
No pressure if you don't know. Every price is on the pricing page and you get a fixed quote before anything starts. This just helps us suggest the right scope rather than guessing.
Step 2 - The detail. Questions about what you picked, plus who you are trying to reach and what a win looks like. Only what applies to you shows up, and almost all of it is optional.
What do you do differently from the others doing the same thing?
Where is the business at?
Choose one
Just starting out
Established and steady
Growing quickly
Changing direction
Taking on bigger work than before
Something else
What is not working as well as you would like at the moment?
What is it?
If you could change one thing about how your business is perceived, what would it be?
Who are you trying to reach?
What might make someone hesitate before getting in touch?
What do you want people to understand about you that they probably do not today?
What should people expect when they arrive?
If this works, what is different about your business in twelve months?
How would you know it had worked?
What definitely needs to be part of this?
And what would be useful but is not essential?
Is there anything we should leave well alone?
If we only got one thing right, what should it be?
Which date?
What is happening on that date?
Do you have a logo at the moment?
Choose one
Yes, and we are keeping it
Yes, but it needs work
Yes, and we want rid of it
No, nothing
We have something, but nobody likes it
Is there anything about your current look that customers recognise you by?
Is the name itself up for discussion?
Choose one
No, the name stays
Possibly, if there is a good reason
Yes, we think it needs to change
We do not have a name yet
Where is that?
Would a set of brand rules help?
Choose one
Yes, we have people producing things
Maybe, if it is simple
No, it is just me
Not sure what that means
What does the business need to achieve in the next year or two?
Are you talking to more than one type of customer?
Choose one
No, one main type
Yes, two or three
Yes, lots
Not sure
Who are they, and which matters most?
How do you think customers see you today?
And how is that different from how you would like to be seen?
Why should someone choose you over the obvious alternative?
What is the hardest thing about growing the business right now?
What is the one thing you want someone to do?
Choose one
Ring us
Fill in a form
Book something
Buy something
Download something
Just understand us properly
Have you got a website now?
Choose one
Yes
Yes, but it is not live
No
What is the address?
Roughly how many pages?
Choose one
Just one good page
Around 5
Around 10
More than 10
No idea
Who is writing the words?
Choose one
We will write it
We would like help
We would like you to write it
We have existing copy to reuse
And the photography?
Choose one
We have photos
We need some taken
Stock is fine
Not sure
Will you want to update it yourself?
Choose one
Yes, regularly
Occasionally
No, I would rather you did
Not sure
Tell us a bit more
Where is it hosted now, and who looks after it?
Does it need to meet accessibility standards?
Choose one
Yes, we are required to
We would like it to be as accessible as possible
Not a formal requirement
Not sure
What does it need to get across?
Where will people see it?
How many, and what size?
Print, digital or both?
Choose one
Print
Digital
Both
Is this a one-off or something recurring?
Choose one
One-off
It will come round again
Regular, ongoing
Not sure
Have you got the words and images?
Choose one
Yes, all of it
Some of it
No, we will need help
Do you know the sizes?
Where is it going?
How far away will people be when they see it?
Choose one
Right in front of it
Across a room
Across a car park
From a moving car
Mixture
Have you got a sign maker or printer?
Choose one
Yes, they are lined up
Yes, but not confirmed
No, we would like a recommendation
We would like you to handle it
Have they given you any specifications?
Choose one
Yes, I will upload them
Yes, but I do not have them yet
No
Not sure
Who is fitting it?
Choose one
The supplier
We are
Not decided
Not sure
Step 3 - How it should feel. This is the interesting part, and the bit that saves us both the most time. Plain reactions beat correct terminology.
When someone comes across your brand for the first time, what do you want them to feel?
Which of these is closest to what you mean by that?
Choose one
Established and safe - you have been doing this a long time
Premium and selective - you are not the cheapest and that is the point
Approachable and straightforward - no airs, easy to deal with
Precise and technical - you know exactly what you are doing
Current and sharp - clearly not stuck in 2010
None of these, let me explain
How would you put it?
Three things people should understand without you explaining them - 1
2
3
How would you want a happy customer to describe you to a friend?
What should your brand never make someone think or feel?
Understated or bold?
No strong feeling
Understated and quiet (strongly)
Understated and quiet
Bit of both
Bold and loud
Bold and loud (strongly)
Simple or detailed?
No strong feeling
Stripped back and simple (strongly)
Stripped back and simple
Bit of both
Rich and detailed
Rich and detailed (strongly)
Traditional or contemporary?
No strong feeling
Traditional and timeless (strongly)
Traditional and timeless
Bit of both
Contemporary and current
Contemporary and current (strongly)
Serious or warm?
No strong feeling
Serious and considered (strongly)
Serious and considered
Bit of both
Warm and playful
Warm and playful (strongly)
Refined or rugged?
No strong feeling
Refined and polished (strongly)
Refined and polished
Bit of both
Rugged and hard-wearing
Rugged and hard-wearing (strongly)
Familiar or unexpected?
No strong feeling
Familiar - what people expect (strongly)
Familiar - what people expect
Bit of both
Unexpected - makes people look twice
Unexpected - makes people look twice (strongly)
Photography or illustration?
No strong feeling
Photography-led (strongly)
Photography-led
Bit of both
Illustration and graphics-led
Illustration and graphics-led (strongly)
You have a strong feeling on one of those. Why does that feel right for your business?
Any colours that feel right - or badly wrong?
Reference 1 - what is it?
Link, if you have one
What about it would you want us to learn from?
Anything about it you would not want us to borrow?
Why does this suit your business or your customers?
Reference 2 - what is it?
Link, if you have one
What about it would you want us to learn from?
Anything about it you would not want us to borrow?
Why does this suit your business or your customers?
Reference 3 - what is it?
Link, if you have one
What about it would you want us to learn from?
Anything about it you would not want us to borrow?
Why does this suit your business or your customers?
Be blunt. Knowing what you'd hate is more useful to us than knowing what you like, and it's quicker to act on.
Any brands, websites or styles that feel completely wrong for you?
Anything others in your industry do that you would like us to steer clear of?
How do you want to sit next to your competitors?
Choose one
Look like we belong - meet the expectations of the industry
Look like the better version of what is already there
Look more current than the rest
Look more approachable than the rest
Look like the specialist
Look nothing like them at all
Not sure
What do all your competitors seem to do?
Do those conventions work, in your view?
Choose one
Yes, customers expect it
Partly - some of it matters, some is lazy
No, it is why everyone looks the same
Not sure
Who are your main competitors?
If we could get one creative decision absolutely right, which would matter most?
Choose one
The logo itself
The overall feeling
The colours
The way it is written
How it looks on a van, a sign or a shirt
How the website works
How it holds together across everything
Something else
Why that one?
Step 4 - Anything you've got. Send what you have. Nobody has everything, and it's never stopped a project starting.
Your current logo
Brand guidelines, fonts, colours
Your current website - screenshots
Photography and video
Written content
Previous marketing material
Print and signage artwork
Inspiration and moodboards
Competitor examples
Sketches and rough ideas
Anything else
Inspiration 1 - what caught your eye?
Inspiration 2 - what caught your eye?
Inspiration 3 - what caught your eye?
Anything here we should not carry across?
Who should we ask?
Got a folder you would rather share?
Anything else we should know?
Phone, if you would rather we rang
Have a quick look before you send Nothing here is set in stone - we will go through it properly when we speak.
Send my brief
